Display Advertising exam refresher guide

42 Pages·2012·0.76 MB·English

Display Advertising exam refresher guide
Welcome to the Display Advertising exam refresher guide - the perfect
way to prepare for your display advertising exam. The exam includes
basic and advanced concepts, including best practices for creating,
managing, measuring, and optimizing display ad campaigns across the
Display Network. This handy resource is a shortened version of the full
Display Advertising exam study guide, which is available on our Partners
Help Center. You’ll also find additional information and plenty of helpful
links throughout.
In the exam, you can expect 100 questions and a 120 minute time limit. It’s necessary
to get 80% to pass. And you’ll need to pass both AdWords Fundamentals and Display
Advertising exams (or one of the other AdWords exams like Video, Search, Shopping or
Mobile Advertising) to become AdWords certified.

Display Advertising exam refresher guide
Here’s what we’ll cover in this refresher guide:
Module 1 About the Google Display Network 2.15 Create a Lightbox ad
2.16 Editorial & professional requirements
1.1 About the Google Display Network
2.17 Fix a disapproved ad
1.2 Where ads might appear in the Display Network
1.3 About contextual targeting
Module 3 Showing your ads on the Display Network
1.4 About the Display Network ad auction
1.5 About “Search Network with Display Select”
3.1 Targeting settings on the Display Network
1.6 Create an effective mobile site
3.2 About managed placements
3.3 Target websites about specific topics
Module 2 Setting up a Display Network campaign 3.4 Add negative keywords to your campaign
3.5 How language targeting works
2.1 Create an AdWords campaign to reach the right customers
3.6 Using custom ad scheduling
2.2 Structuring your AdWords account
3.7 Advanced mobile and tablet options in “Display Network only” campaigns
2.3 Using the AdWords Ad gallery
3.8 Using Display Planner to get targeting ideas and traffic estimates
2.4 Bidding features on the Display Network
3.9 The Display Network tab
2.5 Choose a bid for your Display Network campaign
2.6 Bid on viewable impressions using viewable CPM
2.7 About Enhanced cost-per-click (ECPC) Module 4 Reaching your audience on the Display Network
2.8 About bid adjustments
4.1 Reach people interested in your products or services
2.9 About flexible bid strategies
4.2 Reach people similar to your existing audiences
2.10 About Conversion Optimizer
4.3 Reach people of specific demographics
2.11 Enhance your ad with extensions
4.4 Use remarketing to reach past website visitors and app users
2.12 About mobile app installs campaigns
4.5 Use dynamic remarketing to show ads tailored to your site visitors
2.13 Create dynamic display ads
4.6 Create a feed for your dynamic display ads
2.14 Lightbox ads
Display Advertising exam refresher guide
Module 5 Measuring and optimizing performance on the Display Network
5.1 Drive sales and generate leads
5.2 Increase brand awareness
5.3 Measuring sales and conversions
5.4 Evaluate ad performance on the Display Network
5.5 Account, campaign, and ad group performance
5.6 Explore your data on the Campaigns tab
5.7 Optimize Display Network ads and campaigns
5.8 Tips for creating effective display ads
5.9 About display targeting optimization
5.10 Understanding conversion tracking
Take the display advertising exam
Display Advertising exam refresher guide
Module 1 About the Google Display Network
1.1 About the Google Display Network
Ad types on the Display Network
Here's a list of ad formats you can use to attract customers on the
The Display Network is a collection of partner websites and specific Google
Display Network:
websites - including Google Finance, Gmail, Blogger, and YouTube - that
show AdWords ads. This network also includes mobile sites and apps. ● Text ads
● Image ads
When showing ads on the Display Network, you can: ● Rich media ads
● Reach new customers ● Video ads
● Select where your ads appear
Measuring the effectiveness of ads on the Display Network
● Engage users with appealing ad formats
To make sure that you're achieving your business goals with the Display
Matching your ad to websites in the Display Network Network, you can also review detailed reports.
The Display Network lets you put your message in front of potential ● Reports: See exactly on what web pages your ads are running,
customers at the right place and at the right time in several ways. which ads deliver the most clicks and which websites give you the
most sales for the lowest cost.
● Reach users by keywords and topics: Using contextual targeting,
● Value: If our data shows that a click from a Google Network page
AdWords finds the best places for your ad across the Google
is less likely to turn into actionable business results – such as
Display Network, based on your keywords
online sales, registrations, phone calls, or newsletter signups – we
● Choose specific websites or pages: By adding managed
may automatically reduce the bid for that website, charging you
placements, you can show your ad on specific webpages, online
less for the same click.
videos, games, RSS feeds and mobile websites and apps that you
have selected
Learn more about the Google Display Network»
● Find users who are already interested in what you have to offer:
You can reach people who visited your website previously, by
creating a remarketing campaign
Display Advertising exam refresher guide | Module 1
1.2 Where ads might appear in the Display Network 1. You choose keywords and topics - Keywords are individual words,
whereas a topic is a web page’s concepts or central theme, rather
When you advertise on the Google Display Network, your ads can appear than its individual terms.
across a large collection of websites, mobile apps, and video content. Here
2. Our system analyzes web pages that make up the Display
are some examples:
Network - Our system analyzes the content of each Display
● Google AdSense publisher sites, including AdSense for Domains Network web page or URL, considering factors such as the
and AdSense for Errors following:
● DoubleClick Ad Exchange publisher sites ● Text
● Google sites such as Google Finance, Blogger, Google Maps, ● Language
and YouTube (Google search not included) ● Link structure
● Page structure
With over 2 million Display Network sites that reach over 90% of Internet
users worldwide (Source: Comscore), there are a lot of opportunities to
3. Your ad gets placed
reach customers. However, to target your customers effectively, choose
campaign settings and add targeting methods to your ad groups that
By keyword
specify the conditions for when your ads can show on the Display Network.
When your keyword matches a web page’s concepts or its central
Learn more about where ads might appear on the Display Network» theme, your ad is eligible to show on that web page (also known as an
automatic placement).
1.3 About contextual targeting
By topic
When your topic matches a web page’s central theme, your ad is eligible to
Contextual targeting is one of a few different methods that you can use to
show on that web page.
get your ads on sites and web pages that are part of Google’s Display
Network. This method of targeting uses the keywords or topics you’ve
Learn more about contextual targeting»
chosen to match your ads to relevant sites.
Display Advertising exam refresher guide | Module 1
1.4 About the Display Network ad auction How it works
You manage your "Search Network with Display Select" campaigns the
The Display Network ad auction shares many similarities with the
same way that you'd manage a "Search Network only" campaign: set a
AdWords auction. Your ads are ranked among other advertisers' ads
budget, choose relevant keywords, create ads, and set bids. Your ads
based on Ad Rank, which is based on your Max cost-per-click (CPC) bid
can appear when people search for terms on Google search and
and Quality Score. This means that if your Quality Score is sufficiently
search partner sites that match your keywords. They can also appear
better than the score of the advertiser immediately below you, you could
on relevant pages across the web on the Google Display Network.
rank higher than that advertiser, even if this person's bid is higher than
However, your ads are shown selectively on the Display Network and
yours.
bidding is automated, helping you reach people who are most likely to
be interested in the products and services you’re advertising.
Just like in the AdWords auction, your Max CPC bid isn't necessarily
how much you'll pay per click. The price you pay -- Actual CPC -- Learn more about Search Network With Display Select»
depends on the outcome of the auction, and it’s often less than your
Max CPC bid.
1.6 Create an effective mobile site
This is how the Display Network ad auction differs from the
When designing your site, keep in mind mobile best practices, like
AdWords auction:
simple navigation and highlighting local options of your business. If
● You'll pay what's required to rank higher than the next best ad
you'd like to reach customers with WAP phones, you'll also need to use
position only for incremental clicks you get from being in the
mobile-friendly code to create your site.
current position.
● You'll pay the price you would have for the next best ad Reaching mobile customers using a HTML website
position for the rest of the clicks.
Regardless of whether you’ve a mobile website, AdWords will let
you show text ads to customers using Google Search on a high-end
Learn more about the Display Network Ad Auction»
mobile device such as an iPhone or Android phone. These
"smartphones" have a full Internet browser (like a desktop computer),
1.5 About Search Network with Display Select
so a customer who clicks your text ad from the search results page
can visit your standard website.
The "Search Network with Display Select" campaign type helps you
reach people as they use Google search or visit sites across the web.
Display Advertising exam refresher guide | Module 1
Best practices for designing a mobile site
When creating a mobile website, you'll want to keep in mind a few
strategies that best take advantage of the small size of mobile screens
and the behavior of mobile users.
Keep it quick
1. Reduce large blocks of text and use bullet points
2. Compress images for faster site loading
Make it easy to buy something or contact you
1. Reduce steps needed to complete a transaction
2. Keep forms short and make data entry easy
3. Use click-to-call functionality for all phone numbers
Simplify navigation
1. Minimize scrolling and keep it vertical
2. Use a clear hierarchy in menus and avoid rollovers
3. Use clear back and home buttons
4. Use seven links or less per page of navigation
Help people find and get to your local sites
1. Have your address or store locator on the landing page
2. Include maps and directions. Use GPS when possible
3. Allow customers to check stock at nearby stores
4. Make sure your mobile website is being indexed for
web search
Learn more about creating an effective mobile site»
Display Advertising exam refresher guide | Module 1
Module 2 Setting up a Display Network campaign